At Passionfruit, we created the new brand essence for The Edge –capturing a vibe that’s always on. It’s not just about sound; it’s about turning everyday moments into something bigger through music, energy, and connection.

With the essence locked, we brought it to life through photography. Real people, real moments—commutes, workouts, hangouts – all dialled up with bold colour, energy, and warmth. Every shot was crafted to feel alive, expressive, and unmistakably Edge.

2025
The Edge radio station was ready for a rebrand. With a legacy of bold content and a fiercely loyal audience, it needed an identity that matched its energy – and evolved with its listeners. Passionfruit Creative Agency led the refresh by diving into the station’s DNA. We leaned into the core values that make The Edge unique: fearless fun, unfiltered honesty, and the ability to connect with Kiwis from all walks of life, across every region of Aotearoa.

At the heart of the redesign was a return to the vibrant orange – a colour that had once iconically defined the brand. We brought it back with purpose, using it as a signal of confidence, energy, and recognition. The new tagline Always on the Edge speaks to the station’s role in culture: pushing boundaries, staying current, and keeping listeners right where the action is – on the edge of what’s next.

Simon Barnett’s return to More FM marked a major moment for the brand. As NZ’s #1 music breakfast host, he came back with energy, charm, and a refreshed persona.

The campaign was led by Passionfruit creative agency. I was the Art Director who brought the original concept to life—shaping the visual direction and overseeing execution across design and during the shoot.

Our goal was to reignite public interest and re-establish Simon as a key figure for More FM, while refreshing the brand’s look across regional and network shows.

We kicked off with a teaser campaign through events and Simon’s socials, followed by a summer PR push, and culminated in a full launch with BFC in January.

The result? A re-energised More FM—vibrant, connected, and ready for the nation.

2023

We created an innovative and visually engaging campaign that effectively communicated the ease and simplicity of using the Autoflip platform. The campaign was designed to highlight Autoflips' key strengths—ease, simplicity, and consumer satisfaction—while showcasing the platform's accessibility for all demographics. The result was a fun, friendly, and dynamic digital experience.

2024

Passionfruit crafted a captivating campaign capturing Nectar's warmth and authenticity, redefining lending in New Zealand. From logo to website design, Passionfruit infused every element with a sense of authenticity, rewriting the rules of financial branding alongside Nectar.

DELIVERABLES
• Video OTV
• Digital Display Campaign
• Website Redesign
• Outdoor Campaign
• Brand Design

ROLE
Art Director/Senior Designer

2023

MediaWorks wanted to showcase emotive, real and authentic voice and TVC/video. They wanted to show that media is not all about the stats (GFK) or how many impressions they get…

Media (Radio/OOH) is all about all the little moments, the connections that happen when people connect by doing what the love – helping kiwi brands shine.

We (MediaWorks Trade Marketing) worked with LikeMinds to create a video and series of content to show the ‘energy’ and ‘commitment that happens from behind closed doors.

DELIVERABLES
• Video
• Social Content
• Website Content
• Sales Collateral

ROLE
Art Director and Lead Designer

AGENCY
MediaWorks
LikeMinds

2021

OVERVIEW
A fresh new look was required for MediaWorks to mark the full integration of its out-of-home division into the business.

The refreshed logo was launched at an event in Auckland and follows the acquisition of outdoor media company QMS by MediaWorks in September 2019.

The new brand system encapsulates all of MediaWorks’.

Audio, digital, events and outdoor – media that works.

AWARDS
• Winner: 2022 NZ Radio Awards – Associated Craft Award MediaWorks Trade Marketing Team MediaWorks

DELIVERABLES
• Audio
• Digital
• Events
• Outdoor

ROLE
Art Director

2024-25

Passionfruit Creative Agency rebranded More FM following Simon Barnett’s return to breakfast and the launch of the “Back for More” campaign and TVC.

Rooted in real connections, the refreshed brand celebrates what matters most to Kiwis – family, friends, and feeling at home. Passionfruit delivered a warm, down-to-earth identity across sound, visuals, and tone, with relatable imagery and local storytelling at its heart.

More FM isn’t just radio – it’s part of everyday Kiwi life.

2023

MediaWorks’ new proposition – Unforgettable was rolled out across all elements of our brand to give each product a territory within which it would sit – standalone and especially when combined they were Unforgettable. Unavoidable (Outdoor) Unmistakable (Audio) Unlimited (Digital) – Unforgettable, Media that works. MediaWorks.

2016

OVERVIEW
To launch the Fuji Xerox C1000i digital printer, we created an award-winning and entertaining campaign that immersed our audience in a quirky story of a Nigerian ‘entrepreneur’, Solomon Fujigwe. He was looking for ‘investors’ to help develop the liquid Gold and Silver bubbling up from the ground on his farm! After years of sending random emails, he finally partnered with Fuji Xerox New Zealand. The resulting DM campaign and launch event were so effective that we delivered an 8-week ROI of $55:1. And ongoing sales resulted in an incredible $101:1. This campaign won multiple national and international awards.

DELIVERABLES
• DM
• Print Collateral
• Visual concept
• Event concept

ROLE
Lead Designer

AGENCY
Republik Communications

CLIENT
Fuji Xerox Australia

INDUSTRY
Technology

Share

2022

Through strong visual aesthetic we have crafted a land in which the Hop Pop probiotic soda lives in. Carefully orchestrated characters or personas have been created to bring each flavour to life. These personas extend to the narration of the Hop Pop story, how it was created by some clever people and the values they hold.

Quirky and interesting in visual appeal, intelligent and crafty in the language. We wanted to craft a world that people are drawn to. One that is inextricably linked to the ‘good’ way the Hop Pop soda was developed.

Incredibly playful, fun, optimistic and eye catching, this territory draws influence for the iconic Dr Suess books and the imaginative land all the different characters lived in.

DELIVERABLES
• Brand
• Launch Campaign
• Illustration
• Billboard
• Radio

ROLE
Art Director and Designer

AGENCY
Passionfruit (MediaWorks)

2014 – 2019

Commercial Bay is the new precinct in downtown Auckland being developed by Precinct Properties. The team and I at Republik created a narrative for Commercial Bay – positioning the precinct as the new epicentre for Auckland. For culture. For influence.

DELIVERABLES
• Brand
• Launch Campaign
• Website
• Retail Guide
• Leasing Video

ROLE
Art Director and Lead Designer

AGENCY
Republik Communications

2022

​In partnership with Creative Director Alex, we established a creative agency that combined Alex's leadership of the creative team with my extensive real-world agency experience from outside the media industry. This fusion of perspectives enabled us to deliver innovative and effective solutions, broadening our reach across diverse industries.

DELIVERABLES
• Brand
• Agency process
• Production and workflow management

2016

OVERVIEW
Auranga is a large scale complete community development in Drury, South Auckland. The community has been designed with family at the heart of everything. The team at Republik worked with the client to develop a brand to reflect this. We created the tagline ‘Your Life, Your Story’. The logo mark and overall brand look and feel have been designed to reflect natural energy and the developments focus on people, and what makes good living – open space, places to exercise and areas to create community.

DELIVERABLES
• Brand
• Print
• Outdoor
• Digital
• Website

ROLE
Art Director and Lead Designer

AGENCY
Republik Communications

CLIENT
Charles Ma/MADE

INDUSTRY
• Property

2014

OVERVIEW
In 2014, Spark launched Lightbox (then called ShowmeTV), which allowed New Zealanders to stream TV shows.

DELIVERABLES
• Digital
• Print
• Social

ROLE
Lead Designer

AGENCY
Consortium

CLIENT
Spark New Zealand Limited

2012

OVERVIEW
While working at ROLFE (now Rainger & Rolfe) we were asked to come up with a new strapline. Through discussions with Auckland Zoo at the briefing stage, we discovered visitation was their key business issue. Of recent times their focus was totally around conservation. We felt that whilst a very important part of being a Zoo today, it is not what gets people through the gates. So when we went back to them with a new strapline, we proactively took back a whole new creative strategy and rebrand to help overcome their issues – they bought it!

DELIVERABLES
• Brand
• Website
• Print
• Signage

ROLE
Lead Designer and Art Director

AGENCY
ROLFE/Rainger & Rolfe/The Brand Agency

CLIENT
Auckland Zoo/Regional Facilities Auckland

INDUSTRY
• Retail
• Government
• Education

2022

OVERVIEW
Accurate Traffic’s key product benefit is that it is real-time, up-to-date information. The fastest way news breaks these days is via social platforms such as Twitter. So rather than just a logo, we make Accurate Traffic an on the pulse news breaker. This look is social-friendly, delivers to the promise of real-time information, and is designed to engage further than OOH & radio.

DELIVERABLES
• Digital
• Outdoor

ROLE
Art Director

AGENCY
Dentsu

2023

While working at MediaWorks I worked with the Trade Marketing team to create a consistent design structure for all social media content and platforms.

I also created a series of social videos to showcase the people of MediaWorks and highlight what their day-today experience of working at at MediaWorks and what makes their day unforgettable.

DELIVERABLES
• Video

ROLE
Art Director, Animator and Editor

CLIENT
MediaWorks

2017 – 2018

OVERVIEW
The team at Republik and I produced a web series showcasing the student’s contribution. The students came up with the idea of producing a craft soda brand and popup experience to showcase their skills and communicate Unitec’s innovative approach to learning.

Unitec's Digital Strategy and Effectiveness Recognized at International DMA and AMES Awards

DELIVERABLES
• Print
• Outdoor
• Digital
• Video
• Social

ROLE
Lead Designer, Art Director and Industry Mentor

AGENCY
Republik Communications

CLIENT
Unitec Institute of Technology

INDUSTRY
• Education

2021

OVERVIEW
A fresh new look was required for MediaWorks to mark the full integration of its out-of-home division into the business.

The refreshed logo was launched at an event in Auckland and follows the acquisition of outdoor media company QMS by MediaWorks in September 2019.

The new brand system encapsulates all of MediaWorks’.

Audio, digital, events and outdoor – media that works.

AWARDS
• Winner: 2022 NZ Radio Awards – Associated Craft Award MediaWorks Trade Marketing Team MediaWorks

DELIVERABLES
• Audio
• Digital
• Events
• Outdoor

ROLE
Art Director

ABOUT THE BRAND
Our logo mark and core brand elements took inspiration from the unique aspects of New Zealand art and culture. Alongside this, we leaned into the aesthetic of outdoor signage. We sought to encompass the OOH format whilst also being legible in the environment our products live in. Fluid lines represent audience journeys, audio waves and endless connections. Our frame device acts as a curator of content – celebrating the unforgettable.

Our new proposition – Unforgettable was rolled out across all elements of our brand to give each product a territory within which it would sit – standalone and especially when combined they were Unforgettable. Unavoidable (Outdoor) Unmistakable (Audio) Unlimited (Digital) – Unforgettable, Media that works. MediaWorks.

The rebrand of MediaWorks went far beyond core elements – it revitalised and repositioned the MediaWorks brand to resonate with our people, our audiences and our customers.

OVERVIEW
While freelancing I worked with the team at NZ Fashion Week to create ‘The Little Black Book’. This directory booklet was designed to be a guide to retail outlets affiliated with Fashion Week. The aim was to eliminate a majority of the usual supplied leaflets and flyers found in the runway goodie bags. The ‘Black Book’ contained ‘hot-spot’ information, advertorial, supplied advertising and vouchers.

DELIVERABLES
• Print
• Publication

ROLE
Designer

2019

OVERVIEW
Fuji Xerox was launching their new Iridesse™ Production Press. I and the creative team at Republik created a DM and ‘brag book’ to showcase the amazing effects created by Iridesse™ Production Press’ six-colour print engine. Customers were treated to a stunning display, then transported to a high-end dining experience with a feast for the eyes and the taste buds.

DELIVERABLES
• DM
• Print Collateral
• Visual concept
• Event concept

ROLE
Art Director and Lead Designer

AGENCY
Republik Communications

CLIENT
Fuji Xerox Australia

INDUSTRY
Technology

2015 – 2019

OVERVIEW
During my time at Republik, I worked on a range of projects for Unitec that bought their Think. Do. ethos to life. We created a large variety of content that highlighted the hands-on learning and support students receive at Unitec. For Semester One 2019 we created a campaign focusing on several students who have incredible success stories to tell.

DELIVERABLES
• Brand
• Print
• Digital
• Video
• Social

ROLE
Lead Designer, Art Director and Project Manager

AGENCY
Republik Communications

CLIENT
Unitec Institute of Technology

INDUSTRY
• Education

2012

For the Zoo’s summer promotion we created an ‘umbrella’ campaign that could link a variety of different events held at the Zoo during the Christmas/New Years period and through to early March. 

Having a simple overarching theme meant we were easily able to integrate a wide variety of events that would normally not be promoted due to their limited budget.

DELIVERABLES
• Print
• Outdoor
• Digital
• DM
• Onsite activation

ROLE
Art Director

AGENCY
ROLFE/Rainger & Rolfe

CLIENT
Auckland Zoo/Regional Facilities Auckland

INDUSTRY
• Retail
• Government

2019

OVERVIEW
One Queen is the new name given to the former HSBC tower located at the heart of the Commercial Bay development in downtown Auckland. As one of Auckland’s premier address, the building will offer tenants unobstructed views across the stunning Waitemata Harbour as well as a new state of the art office fit-out and rooftop bar. Precinct Properties required a new premium brand for the to be renovated tower as well as a range of print and digital leasing collateral aimed at high-end business tenants.

DELIVERABLES
• Brand
• Digital Brochure
• Print Collateral
• Video

ROLE
Lead Designer and Art Director

AGENCY
Republik Communications

CLIENT
Precinct Properties

2021

OVERVIEW
Normans Transport Limited is a New Zealand owned and operated family business that takes pride in supplying quality transport and storage solutions to Hamilton, Auckland, Tauranga and Rotorua.

Due to their expansion of services beyond just transport, they required a new overarching brand that could communicate the new broader business focus.

DELIVERABLES
• Brand

ROLE
Designer

2019

OVERVIEW
Panuku Development Auckland needed a way to communicate their internal ethos to newcomers (and reinforce it to existing employees). We interpreted their core values into five ‘cultural anchors’. The anchors explained what makes Panuku tick, and why the best people work here. I introduced a new fluid/relaxed illustration style and typeface to contrast with the hard-edged external-facing corporate brand. This new look and tone of voice gave the client the ability to visually communicate Panuku’s Cultural Anchors in a friendly relatable way.

DELIVERABLES
• Brand
• Illustration
• Print
• Welcome pack
• Video

ROLE
Art Director and Lead Designer

AGENCY
Republik Communications

2012

While working at The Brand Agency (NZ) I worked on a range of projects for Bunnings Warehouse.

DELIVERABLES
• Print (in-store POS)
• Publication
• Outdoor
• Website
• Digital

ROLE
Art Director and Lead Designer

AGENCY
The Brand Agency

2016

OVERVIEW
MADE (Ma Development Enterprises) is a development company created by Charles Ma. MADE was conceived with the desire to create spaces and environments that foster traditional values and social equity. I worked with Charles and his team to create a robust and sophisticated brand that reflected the traditional values that were informing the architecture and community spaces being developed by him and his team.

DELIVERABLES
• Brand
• Print
• Digital

ROLE
Art Director and Lead Designer

AGENCY
Republik Communications

CLIENT
Charles Ma

INDUSTRY
• Property

2018

OVERVIEW
Blackwoods Australia is Australia’s leading supplier of industrial safety equipment. The team and I at Republik we were tasked with redesigning all parts of the brand to create fresh and constant look across all of their collateral. I Introduced a clean ‘flat lay’ photography style to showcase each product category.

DELIVERABLES
• Print
• Publication
• Digital

ROLE
Lead Designer and Art Director

AGENCY
Republik Communication

2013

OVERVIEW
This campaign Increased customers total fuel spend as well as customers in-store spend. 

The campaign also helped redefine BPs customer database segmentation.

I developed the initial game concept then worked with Method to create the final campaign website and game platform.

This campaign also a huge success in NZDM Awards:
• Industry Gold for retail
• Nexus Gold for Strategic Vision
• Channel Bronze for Campaign Website

DELIVERABLES
• Campaign website
• Print (in-store POS)
• Digital game platform
• Digital campaign

ROLE
Lead Designer

AGENCY
ROLFE/Rainger & Rolfe

CLIENT
BP/AA Smartfuel

INDUSTRY
• Retail

2017

OVERVIEW
Unitec had gone through several rebrands and multiple campus developments, and as a result, the signage had become inconsistent and confusing.

We went back to the core brand guidelines and looked at how the shapes and colours could be applied in the real world.

The team at Republik and I worked with Unitec to create a more logical way to navigate the sprawling Mt Albert campus.

DELIVERABLES
• Signage

ROLE
Art Director

AGENCY
Republik Communications

CLIENT
Unitec Institute of Technology

INDUSTRY
• Education

2019

OVERVIEW
Fuji Xerox was launching their new Iridesse™ Production Press. I and the creative team at Republik created a DM and ‘brag book’ to showcase the amazing effects created by Iridesse™ Production Press’ six-colour print engine. Customers were treated to a stunning display, then transported to a high-end dining experience with a feast for the eyes and the taste buds.

DELIVERABLES
• DM
• Print Collateral
• Visual concept
• Event concept

ROLE
Art Director and Lead Designer

AGENCY
Republik Communications

CLIENT
Fuji Xerox Australia

INDUSTRY
Technology

2012

OVERVIEW
Auckland Zoo is a constantly changing environment and regularly welcomes new animals. In 2012 the Zoo welcomed a family of Bolivian Squirrel Monkeys.

The Squirrel Monkeys are cheeky, cute and very active and after meeting with the zoo we decided to utilise the addition of the Squirrel Monkeys to drive visitation during the 4 week period leading into the July School Holidays.

Ringing true to ‘There’s always something new at Auckland Zoo’ we decided to introduce these naughty new neighbours to Auckland and beyond.

DELIVERABLES
• Print
• Outdoor
• Digital
• DM

ROLE
Lead Designer and Art Director

AGENCY
ROLFE/Rainger & Rolfe

CLIENT
Auckland Zoo/Regional Facilities Auckland

INDUSTRY
• Retail
• Government

2016

OVERVIEW
While working at Dave Clark Design I was tasked with concepting and storyboarding a series of animated infographics to educate customers on the products and services offered by ANZ.

DELIVERABLES
• Digital
• Video
• Brand

ROLE
Art Director

AGENCY
Dave Clark Design

2007

OVERVIEW
While working at Hancocks Wines and Spirits I was tasked with creating an anniversary logo to celebrate the 70th anniversary of the brand. I introduced a new art deco style typeface that reflects the winery’s Hawke’s Bay heritage.

Design

In 2009 Hancocks purchased an ex Auckland Transport bus. The bus was transformed into a traveling bar, DJ booth and stage with a full sound system.

The Jagermeister bus has become a main attraction at Gisbourne’s Rhythm and Vines New Year’s festival.